Every Willow account comes with a dedicated social media coach — in practice most often a LinkedIn coach, because that is where B2B service firms get read. Video calls to set the direction, and email in between for the day-to-day — a post to review, a question about the platform. Not a chatbot. Not a ticket queue.
Most people running social at a service firm are doing it alongside their real job, with nobody to check their thinking.
The blank page is easier with a sounding board. Your coach helps you decide what is worth saying this quarter, and what to leave out.
Consistency is the hard part, and it is the pillar everything else rests on. A standing call is what keeps a slow month from becoming a silent one.
A sharper opening line, a clearer ask at the end, a tone that sounds like your firm. Small changes, made before the post goes out rather than after.
Two different things, deliberately. The calls are scheduled and strategic. In between you email — as often or as little as you need.
You get a dedicated coach from the first week — matched to your profile where we can, and to who has room otherwise. It is the same person from one call to the next, not a rota and not whoever picks up the ticket.
A scheduled call with your coach. You go through what worked, what didn't, and what the next stretch should look like — the calendar open in front of you both. This is where strategy gets decided.
Email your coach whenever something comes up — a post you'd like reviewed before it goes out, a question about tagging someone on LinkedIn or scheduling, a second opinion on a headline. It reaches the person who already knows your account.
Coaching is most active in the first 90 days, while the habit is still forming. After that it settles into the rhythm of your plan — monthly on Pro, quarterly on Kickstart. The goal is independence, not dependency.
Your coach is Kjell or Julie. We match on profile where we can, though availability plays a part too — and Ali is there either way for a technical question, or for custom visuals if your plan includes them.
A Willow customer from the very start, and a coach on the team since May 2026. Deep experience with law firms, and a seasoned social media marketing coach besides. Spends her weekends with horses.
With Willow since April 2024. A copywriter and marketer by trade, and the person to hand a complex or technical subject to — he gets it translated for a B2B audience. Football otherwise.
With Willow since the start of 2024. Runs the operational side and is often the first person you reach — especially for a technical question, or for custom visuals if your plan includes them. Also the photographer behind much of what you see here.
Over the years Willow's social media coaches have worked alongside 1000+ teams across Belgium and the Netherlands — law, HR, IT, accountancy and consulting — mostly on LinkedIn, and on Facebook, Instagram and X alongside it.
The ongoing coaching and accountability make a huge difference. I still review everything, but now there's structure and support. That's what I was missing.Sophie CoronaBluesalt HR Read the case study →
My coach knows what she's talking about and she gives me valuable ideas. She has a different character than I have and that helps me make progress.Elly ZwertsEzwConsult Read the case study →
The coaching and follow-up — especially in the beginning — gave us a big push to get started and stay motivated.Lena RaeymaekersGenscom Read the case study →
Willow is a great tool, but for us, the coaching really makes the difference. Not only because of the marketing know-how we gain through it, but also because it serves as a motivator to keep thinking about new posts.Sven MertensPartner, LM&DS Read the case study →
I'm very satisfied with the coaching. The follow-up has remained strong and ensures timely adjustments when needed. On top of that, the coaches consistently bring fresh content ideas to the table.Wouter CoenenVerzekeringen Coenen Read the case study →
When we started with Willow, our marketing and communication team wasn't yet large enough to support the entire group of companies, so the coaching aspect was very welcome at the time.Jeroen PetsDigital strategy, Fieldside Read the case study →
Agencies bill for hours and keep the work in their tool. Software hands you a dashboard and wishes you luck.
See how the plans compare, or read the full agency comparison on the pricing page.
Thirty minutes to go through how social media coaching would work for your firm.
“My coach her support helped me to improve my marketing and develop new ideas.”